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Data-driven transformations: Using data to rethink the customer journey.

Being a data-driven marketer today requires more than just collecting information. To get the best results, organizations also need to integrate data systems, collaborate across organizational silos, and build teams with analytics skills. This study from MIT SMR in partnership with Google describes how leaders at Bayer, Sprint, and Tapestry Inc. are making connections across data, teams, and technology so they can deliver better customer experiences.

Successful Transformations Start with Data Strategies as a Foundation

With the wealth of data that marketers have access to today, there’s a huge opportunity to deliver the personalized, relevant experiences that customers expect from brands. But a data-driven transformation takes time, and it starts by building a data strategy. For many companies, that means stepping back and taking a closer look — not just at the data — but at your teams, technology, and organizational structure. By reevaluating these core systems, your company can lay the groundwork for a data-driven marketing strategy that gets real results.

This report explores three key actions to focus on:
  • Unify disjointed customer data into one integrated system
  • Foster collaboration across diverse teams and work to break down silos
  • Build teams of savvy marketers with deep analytics skills

In the report, leaders at Sprint, Bayer and Tapestry Inc. (the parent company of Coach, kate spade new york, and Stuart Weitzman) describe how they approach challenges that come with data-driven transformations, how they’ve managed technology and organizational changes, and how they’ve reached their goals.

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